If you’re running a dealership, your website has the potential to be so much more than just an online brochure. It’s time to think bigger. Imagine your website as your hardest-working salesperson – one that doesn’t need a day off. Learn how to make that happen from expert George Houle, Sr. Territory Manager at Dealer Spike.
As a passionate advocate for power equipment dealers, George knows what it takes to turn online clicks into in-store walk-ins. Catch his insights on the episode of the OPE People podcast, or stick around for the highlights. Whether you’re looking for quick wins or ready to dive deep, this is your roadmap to a website that works as hard as you do.
The Shift: From Placeholder to Sales Machine
For years, many dealers treated their sites as digital afterthoughts—just store hours, a logo, maybe a few listings. That’s not enough anymore. Today’s buyers jump on their phones, expect straight answers, and won’t wrestle with clunky navigation or tiny buttons. If your website isn’t responsive and easy to use, you lose customers before you even know they’re looking.
Your digital storefront is just as important as your physical one. It’s not just about being online—it’s about being accessible, professional, and ready to serve.
– George Houle, Sr. Territory Manager
A mobile-ready experience isn’t a “nice-to-have”—it’s the price of admission. Not every dealer adapts right away. Most are stuck in the comfort of “the old way.” George calls it out: “Change isn’t easy. But what’s it costing you not to make these changes? The longer your site stays stale, the wider the gap between you and your competitors.” The choice is clear: “You’re either evolving with the industry or falling behind.”
What do successful dealerships do differently?
- They use analytics (even basic tools like Dealer Spike dashboards) to see what works—and act on those insights.
- They show what makes them unique: team bios, shop photos, and community events. “Share the human side. Buyers want to know who they’re dealing with before they walk through your door.”
- They make updates routine—seasonal downtime is time to refresh banners, promote new arrivals, and check the basics.
And looking ahead? Embrace new tech. George is blunt: “AI isn’t going away—it’s the future of our industry.” Dealers who get curious about tools like AI-enhanced lead management or automated parts recommendations put themselves on the leading edge—ready to serve buyers on their terms.
Turning Clicks into Customers: What a Modern Website Offers
Forget a digital brochure. A high-performing site extends your showroom and builds confidence before buyers even arrive at your lot. Turn online clicks into in-store customers by:
- Sell Big-Ticket Items Online: Don’t just list parts—move major units right from your site. George’s take: “Dealers selling whole goods online are meeting customers where they want to buy. The results speak for themselves.”
- Buy Online, Pick Up In-Store: Customers are busy. Let them buy online and pick up in-store. “It’s about making the sales process easy—if you do, they’ll keep coming back.”
- Showcase Inventory Online: Mirror your in-store experience. Upload new arrivals and promote real-time inventory. “If you want customers to trust you, what they see online better matches what they find in your showroom.”
- Make Navigation Effortless: Ensure your website is mobile-friendly, easy to navigate, and provides quick access to equipment, parts, and service information.
“People want to get on your site, get their questions answered, and navigate seamlessly,” George says. “If they can’t do that, they’ll move on to someone who makes it easy.” - Build Customer Trust: Don’t underestimate the value of showing the people behind your business. “Share employee bios and photos of your storefront and shop floor. It humanizes your business and helps buyers know who they’re working with”, George says. That personal touch builds trust before a customer ever walks in.
- Use Data to Improve: Track what customers actually do—where they click, what they search, which banners work. “It’s not guesswork. Dealers who dig into their analytics find small tweaks that drive real results.”
Pro tip: Don’t wait until you’re overwhelmed to update your site. Use seasonal downtime to tackle improvements. Even quick updates add up to a big impact.
Here’s George’s recommended checklist to work through to keep your website working for you:
- Refresh homepage banners and specials regularly.
- Add photos of your current inventory, team, or shop projects.
- Double-check hours, contact details, and forms for accuracy.
- Review and update your About Us and staff pages.
- Feature recent customer reviews or highlight community involvement.
- Scan for outdated promotions or seasonal content and replace them.
The Time is Now
Tight schedules are the norm, but small, regular website updates yield significant benefits. Set aside 15 minutes during slow periods to update banners, check details, and keep your inventory current.
As George puts it: “A few minutes here and there can make a huge difference.”
Listen to the Podcast
Listen to the podcast to hear more ways you can build a website and in-store eCommerce sales strategy that works for you and brings in more customers.
Ready for what’s next? Dealer Spike’s tools and AI-enhanced features—such as eCommerce and automated parts recommendations—help you stay sharp and provide customers with the fast, informed answers they expect. The dealers who act now will set the pace as technology advances.
Find more ways to listen on OPE People.
ABOUT GEORGE
George Houle, Sr., Territory Manager of Dealer Spike
George is more than just a website and digital marketing strategist—he’s a hands-on advisor for dealerships that want to turn web traffic into revenue. With 15+ years of in-the-trenches experience across the powersports and outdoor power equipment industries, George understands exactly what it takes to grow a dealership’s digital and physical presence. He’s a recipient of the prestigious Powersports Business 40 Under 40 award, a recognition given to young leaders shaping the future of the industry. George’s passion is simple: equipping dealers with practical tools, straight-shooting advice, and the kind of strategies that work on the showroom floor—not just on paper. If you want real-world results from someone who’s been there, George is your guy.
